Usually, we see more fun, engaging, entertaining videos for B2C than for B2B on social media.
Just think about Oreo, which has done a great job creating video stories on Instagram that are eye-catching and draw people in within the first few seconds.
Then, there’s GoPro, which has been a king of social media videos for years with incredible videos that make you desperate to buy their product.
On the other hand, B2B companies tend to create explainer/tutorial videos or case study/customer story videos. Just take a look at Adobe Creative Cloud’s YouTube account, which is populated with hundreds of “how to” videos and tutorials.
But who made up these rules? Why can’t B2B videos be more fun and entertaining?
They can be!
B2B buyers are people, just like B2C consumers. They too:
- Are busy and short on time.
- Have short attention spans.
- Have emotions that good visual storytelling can cater to.
In effective B2B marketing, we still identify buyer personas to create a target audience, which can be reached more efficiently, just like B2C.
B2B and B2C marketers, alike, are looking to engage with people to establish loyalty, awareness, exposure, and influence. And video content marketing is one of the most popular tactics for achieving these goals — It’s engaging, memorable, and popular with consumers (75% of people watch online videos every week, and 55% watch every day).
So, what’s the problem? Why do B2C companies monopolize the video market when, by 2021, Cisco predicts that video will make up 82% of all consumer traffic?
Are videos really more effective for B2C companies than B2B?
The difference between using video for B2B / B2C on social media
The first problem for B2B organizations is the efficacy of social media. While there’s no doubt that social media marketing works for B2B companies, its impact on the bottom line can be difficult to directly quantify compared to B2C companies.
The other problem is that B2B social media marketing tends to be limited to a few channels—LinkedIn, Twitter, and Facebook— whereas B2C companies are open to the full gambit from Instagram to YouTube, SnapChat, and more.
Another major difference is that B2C can interact directly with their consumer via social media, while B2B focuses on generating leads and interacting with a range of potential customers who may or may not have the ability to make the final purchase decision. This is why B2B uses different marketing tactics and produces far more boring videos, but that doesn’t need to be the case.
The truth of the matter is that 59% of executives state that they would rather watch a video than read text. This means that B2B companies would be much better served by creating social videos instead of blog posts to reach their customers and generate new leads.
In both B2C and B2B marketing, videos can be used to promote the sales cycle, raise brand awareness, drive conversions, and to keep customers engaged through quality information and education.
Both create videos to:
- Solve buyers’ problems
- Raise awareness of their product or brand
- Develop trust and relationships with their audiences
- Gain new customers and increase conversions
- Generate leads
- Move leads from the top of the marketing funnel to the bottom of the sales funnel
- Provide information about how to use a product or service
In both cases, videos are used to reach customers, but B2B organizations employ video as part of the long-term sales cycle with an eye toward the big picture. So, the key for B2B is a willingness to wait for the results of video marketing.
So, where is video marketing most effective?
The answer is that video marketing is absolutely essential and effective for both B2B and B2C marketing. Regardless of your business type, according to social video statistics, 52% of marketers say that video is the type of content with the best ROI.
The key is how you use video.
For B2B organizations, social media marketing is most effective when video content is geared toward your audience and where they hang out online. This means posting webinars on LinkedIn, sharing “how to” videos on YouTube, posting short 30- to 90-second videos on landing pages, and using videos to answer questions and demonstrate your service/product in a fun and engaging way that’s also useful.
It’s also vital that you choose the correct video format. Your video needs to be supported by the major social media players if you want it viewed and engaged with. Here’s what you need to know about video on the top social platforms: Facebook, Twitter, YouTube, Instagram, and LinkedIn.
In the end, it’s no secret that video is changing the way that both B2B and B2C marketers are doing their jobs on social media. Video is an exceptional way for all brands to connect to their consumers on a visual/live level. And while a 6-second funny snippet may not be as successful for a B2B organization as for a B2C, when it comes to consumers, they’re all looking for the same information that will help them stay educated and embrace your brand.